Sponsoring impact and how to read it

Date of publication: November 6, 1985

Abstract:

This paper is concerned with sponsorship as a marketing activity, and particularly with the sponsorship of sporting events. In this paper we look at some of the reasons for this situation, discuss its implications for sports sponsorship in general, and outline an approach to the measurement of sponsorship effectiveness which is to be piloted on behalf of a number of major sponsors.

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